Odeabank - Customer Service Complaints Team of the Year

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Company: Odeabank, Istanbul, Turkey
Company Description: In 2012, we entered the sector as the first bank to be built of from scratch in Turkey in 15 years, and successfully become the 8th largest deposit bank, 10th largest in total assets. We owe our ability to achieve such a great success in such a short period of time to our strong shareholders, our efficient technological infrastructure, our effective risk management & our experienced human resources.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Customer Service Complaints Team of the Year

Nomination Title: Odeabank Customer Inquiries Management

Tell the story about what this nominated team achieved since the beginning of July 2015 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Started only with a single staff at 2013, Odeabank Customer Inquiries Management continues its journey with its 8 clerks, 2 team leaders and 1 supervisor at 2016.

At the beginning of our journey we said that customer satisfaction is the most important value for us however, we are in a new era where the notion of “customer satisfaction” becomes “customer experience.” It is very important to respond all customer inquiries with great care. As Customer Inquiries Management department, we define the customer experience as “the interaction between the customer and the organization” and our target is to leave a strong emotional mark in the minds of our customers.

You can contact us using our channels like contact center, social media, web site, mobile phone, e-mail and chat. 75.000 customers contacted us in 2016. We learned a lot from our invaluable customers. We served all our customers by targeting “the best customer experience” without making any distinction. Our motto is “not everbody’s bank but yours”!

Of course, being accessible is not sufficient alone. The Call Center Customer Experience Research revealed that the rate of response to customer complaints is 50 % in Turkey. Same research also revealed that the average response time to customer inquiries is 3 days. We replied the customer complaints in 24 hours on the average in 2016 (2 days in 2015). In social media response time is 10 minutes in 2016 while it was 24 hours in 2015. We climbed from the 10th rank to the 2nd rank in the average response time between the 13 biggest banks in Turkey. In converting complaints into the satisfaction we are at the 3rd rank.

In Odeabank We send SMS and e-mails to our customer just a minute after receiving their inquiries to ensure them they reached us. In our advanced technology driven bank, we offered solutions to the customers with an average response time of 1 day by managing all inquiry processes using a single platform and integrating the experience and knowledge of our employees with technology.

We know that time is very valuable for our customers as much as it is for us. Some of our customers may not have enough time to contact us, therefore we have made instant inquiries using Speech Analytics based on predetermined keywords for the prospective customer demands. Hence, we aim to be one step ahead of the expectations of our customers by means of integrating technology within our processes. Complaint per customer ratio dropped from 3/1.000 to just 1/1.000 customer in 2016. Through root cause analysis of 700 complaints in 13 topics we prevented 104.000 potential customer complaints.

We have established a committee called “Customers First” to discuss issues with the relevant departments and publish actions on an online platform that helps to track results by all bank staff. We aim to offer same solutions to all customers from all channels. Our goal is to forecast possible complaints and to find permanent solution before receiving hundreds of complaints.

We measured customer experience and satisfaction after inquiry processes. In order for making our stakeholders happy, providing a perspective that cares about their lives by investing on the best and being the first bank coming to mind in banking products for those caring for their lives and their times. We renewed ourselves in a continuous manner and became a customer friendly solution partner. While determining business processes we always kept in mind the customer comes first.

We ensured a continuous customer satisfaction and received at least 3 appreciation messages every day. As a team, we get excited for being in touch with customers and receiving their gratitude and work with passion to increase customer satisfaction.

All our employees are recruited from best customer representatives of Odeabank Contact Center who has the highest performance scores. It is only natural since we hired the best our work results are the best as well.